Small World
What does it take for a small cataloger to stand up to the likes of Pottery Barn Kids, Harry & David or Barnes & Noble? Start-up capital, guts, and a willingness to ride the waves of trial and error.
We recently talked to the folks at three catalogs in the David position to those Goliaths: KooKoo Bear Kids, Ruma’s Fruit & Gift Basket World, and Firefighters Bookstore. They shared their perspectives on the joys and road bumps of operating a small catalog.
CHALLENGES
Roswell, GA-based KooKoo Bear Kids, which mailed its first catalog in July 2003, found a niche in marketing high-end children’s furniture, bedding and gifts, says CEO Joe Mediate. The target customer is a style-conscious mom who might not blink at spending $30,000 to decorate her child’s bedroom.
To be a contender in that space, a company needs to have product that sets it apart from mall stores and big-box retailers. This means sourcing goods from a variety of small vendors, who are more accustomed to working with little boutiques.
